How well the marketing strategy fits the need of the targeted market segments and how freely it operates within the environmental constraints are measured by the ratios of outputs to inputs. Increasingly, because of popular demand for public accountability, agencies are employing productivity measures that emphasize service outputs.
These measures include % population served, staff time per transaction, cost of services per output. The measures are useful to document the impact of the non-profit agency on the markets served. Substantiation of the needs met, and user satisfaction facilitate increased funding, long-range support, and growing insight into the needs of undeveloped markets.
Can you identify any program level performance measures/evaluation methodologies used to measure customer behavior e.g., statistics for programs and services, or customer satisfaction, e.g., surveys, complaint tracking. Remember the latter is a marketing evaluation of products and programs, rather than organizational level. Programs have a beginning and an END (supposedly), and that is how they can be evaluated.
Provide a general discussion (one paragraph) of any program level evaluation methods you can identify.
Take the TWO illustrativeproduct items you identified in Section 8, Marketing Mix Strategy, and suggest evaluation criteria, objectives and methods for customer behavior and customer satisfaction measures. For example:
Example 1 - Children’s computer camp 1. Customer Behavior Measures Criteria: Number of children pre-registered at each branch Number of children on waiting list Number of children who actually attended each session Number of children who are turned away due to lack of space at each session Age range of children participating in the program Number of children who complete practice assignments Number of correct answers on practice assignments Objectives: > Increase attendance by 50% vs previous summer > 50% attendance at Ansnorveldt branch vs spaces offered >100% completion of practice assignments in last session Method(s): Gather manual statistics from sign-up sheets, attendance sheets, practice assignments 2. Customer Satisfaction Measures Criteria: Number of correct answers on practice assignments Usability of computer equipment Satisfaction with presenter Enjoyment of class Parental satisfaction with outcomes of camp Confidence that program will assist with ability to use internet Objectives: >100% usability of equipment > Customer usability by 25% in six months > Customer enjoyment by 25% in versus previous year > Parental satisfaction with outcomes by 50% between first and last session Method(s): Post session personal interviews by library staff with children and parents with guided questions. End of class survey by participants. End of session survey for parents.
Example 2 – E-reader loans 1. Customer Behavior Measures Criteria: Number of circulation per month per branch Number of holds per month Length of loan time Age range of users based on card category: junior vs adult vs senior Times circulated for different e-reader formats Objectives: > Increase total circulation of e-readers by 50% over previous year. > Increase use of e-readers by seniors by at least 15% in each age group since this group is less familiar with these resources. > Reduce waiting time by limiting loans to one week if reserve lists exceed 5 customers. Method(s): Gather statistics from automated library systems; compare number of inquiries about e-readers to actual use. 2. Customer Satisfaction Measures Criteria: Integrate e-readers into library programs. Number of technical support questions. Attendance at scheduled training sessions to familiarize customers with e-readers. Satisfaction with equipment types. Actual experience meets or exceeds user expectations. Objectives: > 100% usability of equipment. > Need for specific technical assistance should decrease 25% in one year. > At least one book discussion group will include e-readers within one year. > Monthly training opportunities for customers interested in e-readers will be available. > Expand the collection to include new systems as requested by customers. > Requested formats will be decided upon using input from customers via an online survey. > Increase customer enjoyment by 25% in versus previous year. Method(s): Online satisfaction survey given to all who check out e-readers; statistics of technical support questions and programming attendance; online format poll results.
These measures include % population served, staff time per transaction, cost of services per output. The measures are useful to document the impact of the non-profit agency on the markets served. Substantiation of the needs met, and user satisfaction facilitate increased funding, long-range support, and growing insight into the needs of undeveloped markets.
Can you identify any program level performance measures/evaluation methodologies used to measure customer behavior e.g., statistics for programs and services, or customer satisfaction, e.g., surveys, complaint tracking. Remember the latter is a marketing evaluation of products and programs, rather than organizational level. Programs have a beginning and an END (supposedly), and that is how they can be evaluated.
Example 1 - Children’s computer camp
1. Customer Behavior Measures
Criteria:
Number of children pre-registered at each branch
Number of children on waiting list
Number of children who actually attended each session
Number of children who are turned away due to lack of space at each session
Age range of children participating in the program
Number of children who complete practice assignments
Number of correct answers on practice assignments
Objectives:
> Increase attendance by 50% vs previous summer
> 50% attendance at Ansnorveldt branch vs spaces offered
>100% completion of practice assignments in last session
Method(s): Gather manual statistics from sign-up sheets, attendance sheets, practice assignments
2. Customer Satisfaction Measures
Criteria:
Number of correct answers on practice assignments
Usability of computer equipment
Satisfaction with presenter
Enjoyment of class
Parental satisfaction with outcomes of camp
Confidence that program will assist with ability to use internet
Objectives:
>100% usability of equipment
> Customer usability by 25% in six months
> Customer enjoyment by 25% in versus previous year
> Parental satisfaction with outcomes by 50% between first and last session
Method(s): Post session personal interviews by library staff with children and parents with guided questions. End of class survey by participants. End of session survey for parents.
Example 2 – E-reader loans
1. Customer Behavior Measures
Criteria:
Number of circulation per month per branch
Number of holds per month
Length of loan time
Age range of users based on card category: junior vs adult vs senior
Times circulated for different e-reader formats
Objectives:
> Increase total circulation of e-readers by 50% over previous year.
> Increase use of e-readers by seniors by at least 15% in each age group since this group is less familiar with these resources.
> Reduce waiting time by limiting loans to one week if reserve lists exceed 5 customers.
Method(s): Gather statistics from automated library systems; compare number of inquiries about e-readers to actual use.
2. Customer Satisfaction Measures
Criteria:
Integrate e-readers into library programs.
Number of technical support questions.
Attendance at scheduled training sessions to familiarize customers with e-readers.
Satisfaction with equipment types.
Actual experience meets or exceeds user expectations.
Objectives:
> 100% usability of equipment.
> Need for specific technical assistance should decrease 25% in one year.
> At least one book discussion group will include e-readers within one year.
> Monthly training opportunities for customers interested in e-readers will be available.
> Expand the collection to include new systems as requested by customers.
> Requested formats will be decided upon using input from customers via an online survey.
> Increase customer enjoyment by 25% in versus previous year.
Method(s): Online satisfaction survey given to all who check out e-readers; statistics of technical support questions and programming attendance; online format poll results.